Tinder is now proof that there truly is nowhere you can go to escape good ole fashioned Ads.
Tinder, the popular dating app with over 50 million users, and 10 million daily active users (which I am apart of), is now just another tactic that can be used as a marketing tool.
With the easy set up and user-friendly interface, this low cost marketing tool can be quite impactful. It sounds crazy, but hear me out.
Tinder has become massively successful over the last 2 years because of the simplicity attached to it; it is online dating without being online dating. The truth is that there is still a stigma attached with digital dating. It is seen as something embarrassing, and to be kept a secret. Tinder is a free app, where the pictures you display come straight from your Facebook profile. You set your preferences in age and location, and simply start swiping right for people you’re attracted to, and left for people you’re not attracted to. You receive a match when the feeling is mutual, and the rest is history. This eliminates all the extra time to make an OkCupid profile, create a Bio, and answer a boatload of questions.
This phenomenon opens a world of opportunities in marketing. Tinder can quite easily become the next big social network for businesses. I know, it still sounds crazy. However, in 2014, Tinder CEO Sean Rad stated that the average tinder user uses the app 7 times a day, and spends an average of 60 minutes per day using the app. This kind of user engagement can’t be ignored.
My first experience encountering Tinder advertisements was with the beer company Budlight. The profile was 33 years old, 1 kilometer away, and carried the following bio:
“Swipe right and you’re automatically entered to join the fun. We’re creating an #UpForWhatever town full of AWESOME experiences”.
Of course I swiped right. I was then almost immediately given the following message:
“Boom! You’re now entered for a chance to experience the most epic weekend ever at Whatever, USA. See what might be coming your way at upforwhatever.com”
Users over the age of 21 were targeted for a chance to win a trip to the Budlight event of a lifetime.
Would you swipe right or left?
I think this method brings a curiosity factor, if there wasn’t already one associated with Tinder. In general, there are certain profiles you come across, where you swipe right just to see if the other person will return the favor. With an advertisement as the other person, it makes you curious as to what will happen when you match. I didn’t buy Budlight before, and I probably still wont buy it now. However, Tinder and Budlight created an experience for me. One that I’m sure I will remember for quite sometime. In the end isn’t that what advertising is all about?
Dakarai Turner (Dak) is an ambitious professional approaching his final year of the Advertising & Marketing Communications program at Humber College. Over the course of the summer, Dakarai spent his time working as a Communications Intern for the digital and marketing agency thinkCOMPASS, as well as the Canadian Association of Marketing Professionals as a Marketing Coordinator. Follow him on Twitter, Instagram, and connect on LinkedIn to learn more about him.